Skechers' AI Ads Keep Missing the Mark—And Audiences Are Noticing

Skechers’ AI Ads Miss the Mark, Highlighting Advertising’s AI Crisis

AI is everywhere now, and advertising is no exception. But while AI can speed up creative processes, not all AI-driven ads hit the right notes. Skechers’ latest billboard ad is a clear example of what happens when AI is used without care or finesse.

The ad shows a blonde girl squatting on a lantern-lit street, promoting Skechers’ new 'Uno' sneakers. Yet the image screams AI—its sketchy, artificial style and the model’s generic "Instagram face" make it obvious. Adding the Skechers logo didn’t mask the low effort or lack of creativity.

Why This Matters for Creatives

Billboards should stop you in your tracks. They need to spark curiosity or emotion. This ad does the opposite by feeling cheap and rushed. For creatives, this is a warning sign: relying on AI without strong direction can backfire and damage brand perception.

Skechers isn’t new to this. Last year, they faced backlash for using AI-generated images in a Vogue spread. Even Vogue itself has been criticized recently for publishing AI ads that lack substance. This points to a bigger industry problem—ads increasingly use AI, but few are done well.

The Bigger Picture: AI in Advertising Needs Guardrails

Without clear rules or standards, AI ads risk flooding the market with uninspired, low-quality visuals. This is a moment for creatives and marketers to demand better AI use—whether through stricter regulation or higher internal standards.

If AI ads are going to be part of the future, they need to look less like AI and more like thoughtful design. Otherwise, the backlash will only grow louder.

Where to Go From Here

• Focus on the concept first. Let AI assist, not replace, creative direction.
• Improve your skills in AI tools to better control output quality. Explore courses on Complete AI Training to learn practical AI applications for creatives.
• Push for transparency and ethical AI use in advertising.

AI can be helpful—but only if it’s used smartly. Otherwise, brands risk becoming the next cautionary tale in a sea of generic, forgettable ads.